Abstract
In a political landscape where the content of politics is getting more and more complex and political parties less and less different, voters often base their voting behavior on extrinsic rather than intrinsic cues, a bundle of extrinsic cues constructed as an image and based on perceived personal traits. Based on survey data from a sample of Norwegian voters, this paper tests how a political candidate's credibility, charisma, and physical attractiveness are related to voters’ judgments of suitability for a leading political position. Across three different politicians, the results show that credibility plays a significant role in the evaluations performed by voters. More surprisingly, charisma does not have the expected effect, and to voters, physical attractiveness is found to be more important than charisma.
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